The Effect of Complex Visual Experiences and User Interaction on Attitudes and Intentions in Luxury Purchase

Abstract

Designing visual experiences and user interaction is not a simple case of picking up one from the list that tool supports. The motivated visual experiences and user interactive contained the right message to bring customers into the store and effect their purchase decision. The research demonstrates that correlation between aesthetics, attractiveness of window display and customers' purchasing intentions. The overall results from simulation experiments show that both aesthetics and attractiveness have significant effects on affective and cognitive attitudes towards window display, but only attractiveness has a significant effect on purchase intention. The finding of this study emphasizes a significant role of attractiveness cues on window display, influencing pleasure and arousal, which in turn increased consumer satisfaction, purchase intention, and approach behavior. It also shows that the interactive window display is beneficial for consumers' purchasing intentions. This finding shows an important implication for retailers who tend to pay more attention on window display. The study also inspires display designer developing their works.